Global Trends and Lifestyle Transformation: New Challenges and Shifting Paradigms in Sociology and Marketing
Global transformations affecting all levels of social reality are leading to profound changes in the lifestyles that are emerging in society. The existence of a stable correlation between class positions and social status is currently being questioned, and the concept of lifestyle is becoming more multifaceted and increasingly important in understanding social phenomena and processes. Contemporary researchers are leaning toward the emergence of so-called hybrid lifestyles, the main characteristics of which are adaptability, situationally, and often eclecticism. This requires a revision of many analytical tools for studying social processes. The aim of this study is to analyze key vectors of lifestyle transformation and identify new approaches to accounting for and analyzing these changes in social management and marketing. The study identifies four interrelated processes that have the most significant transformative impact on society: digital immersion, the emergence of a new social group—the precariat, increasing social polarization, and changing age structure and age norms. New challenges facing sociology and marketing in connection with these ongoing lifestyle transformations are identified. The conclusion is made about the need to develop a common methodological framework integrating quantitative and qualitative approaches used in sociology and marketing to study lifestyle and make effective management and marketing decisions.
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